According to AdEspresso, since 2015 worldwide social ad spend has increased by several billions of dollars, with Facebook raking in the vast majority of that number. Furthermore, indicates Linkedin, marketers continue to increase their spending on Facebook ads as the platform becomes more and more effective.
All this new advertising translates to stiffer competition when it comes to attracting user attention.
That means you need to up your game in order to create ads that connect your brand with the desired audience. As Cox Media Group points out, you have a mere three seconds to get a user’s attention before they scroll past your ad in the News Feed.
So how can you quickly and effectively capture the attention of your audience with such a small window of opportunity? Check out the three steps below, from Cox Media Group, to get users to stop and read (or click) your ad.
1. Select Photos That Tell a Story
To stand out from the competition, look for pictures that tell a story. Nike excels at this by creating ads with images of athletes in mid-action, like the one below:
When users see these powerful images, they are more likely to stop and linger because the photos stand out and help establish a real connection with them.
Another thing to consider is that there is a particular group of cells in our brains that fire only when we see a face, according to AdEspresso:
“It’s a phenomenon that’s deeply ingrained in our brains, a vestige of our primal beings—so use it in your Facebook ads!”
With more than 60% of all digital media time spent on mobile, it’s important to remember, too, that News Feed photo ads need to be optimized for mobile since that is where most of your audience will see them.
2. Take Advantage of Video
Video is growing in popularity as an advertising medium because of its effectiveness. According to Forrester, one minute of video is equivalent to 1.8 million words of text in the message communicated.
In addition to conveying a lot of content in a short amount of time, consumers tend to remember the videos they watch. According to the Online Publishers Association, 80% of users recalled watching a video ad in the past month and 46% of them followed up the message with looking for more information or visiting the advertiser’s website.
As Cox Media Group points out, 8 billion videos are watched on Facebook daily, which means that video is clearly engaging consumers and forging connections with the brands that are taking advantage of this popular advertising medium.
When creating videos for your audience, pay special attention to format, storytelling, and platform. Your brand or product should be included in the first few frames, and you shouldn’t make people click to get the message or call to action. In other words, make it as easy as possible for people to perform the desired action. Lastly, make sure your video demonstrates how your product or service solves the customer’s problem.
3. Prevent Ad Fatigue
“Facebook Ad Fatigue occurs when your ad’s target audience is shown your ad too many times and your Click-Through-Rate drops as your Frequency rate (how many times it’s seen) increases,” says Wishpond.
To make sure your ads don’t fall into the ad fatigue rut, you need to refresh your ad creative every month. Keep in mind, though, that even if you make several different versions of your best advertisements, they’re basically useless if you don’t know whether or not they’re working.
Use Facebook Ads Manager to monitor frequency, actions, and CTR so you know which ads are performing at the level you’d like them to and which ones need to be tweaked or rotated out.
The most effective Facebook ads are those that are able to make a connection between a brand and its intended audience. With only three seconds to capture a user’s attention before they scroll past your ad in the News Feed, you need to hook your audience, keep their attention, and avoid ad fatigue.
Use the three steps above to fine-tune your Facebook ads and keep your audience’s focus where you want it.